Ocado marks step away from Waitrose with own-brand food

Ocado has followed its larger supermarket rivals by launching an own-label food range.

The online retailer plans to start with up to 200 lines on its website and plans about 300 by Christmas, according to industry sources.

The move marks a further move away from the home delivery service's dependence on Waitrose.

The own-label range will start with staples such as chicken, lamb, ham and other cooked meats, cheese, bread and dips. They will be priced in line with comparable own-label goods at Tesco and Sainsbury's.

Ocado, which floated on the stock exchange in July, revealed this month that its sales climbed almost 30 per cent to £126.5 million in the 12 weeks to August 8.